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Partner perspective: CRM decision essentials for financial advisors

Choosing a CRM, or any advisor technology for that matter, can be a hard decision for any growing RIA.

To help firms understand how to navigate the process, we're embracing a new level of transparency, beginning with our ongoing series, “Partner perspective.”

In the spirit of learning and partnership, we'll briefly walk through our market experiences and share them with you in each segment. Our hope is you'll gain insights into how firms like yours work with vendors to achieve the best tech outcome.

Each week our sales team will deliver a few notes from the field to provide perspective into firms that partner with AdvisorEngine®'s technology to scale, and those that don’t. Here’s Kathy Crowley with this week’s CRM insight:


The firm 

Here’s a little background, demographic info about this particular prospective client:

  • Who - 20 person firm, founded in 2002
  • Where -  Pennsylvania
  • What - CRM software

The team 

This firm’s director of IT was the point person who conducted the vetting process for all of the CRM technology vendors. He sized up each offering for best fit based on their desires. The COO and Director of Wealth Management also played a part in the selection process.

The strategy

What was this particular firm looking for in a CRM? What were their desired outcomes? Here’s a breakdown of their wish list: 

  • A CRM that can host not only client data but also information on other companies they work with. Essentially, one true source of information to keep track of all interactions.

  • Email capture and functionality - they wanted to be able to capture and send emails out straight from a CRM, including mass emails.

  • Another priority function was restricting IP access. They wanted the ability to determine how much access groups of employees (interns for example) would have from particular IP addresses.

  • The ability to get granular within their data. They wanted a CRM that offers multiple ways to view data, so staff in different roles could find the most relevant insights to them. And greater search abilities too, such as the power to review data by “user” or “client,” or search in the action note itself and the subject line.

The review

The firm matched AdvisorEngine against its needs. AdvisorEngine's CRM is able to keep track of all interactions, including clients and firms. It also has Outlook templates to set email functionality.  AdvisorEngine CRM offers not only IP restriction, but also multi-factor authentication. It also gives a user the ability to customize data insights.

The outcome

Our CRM checked boxes and delivered on all of their strategic desires. I’m happy to report that we decided to work together to achieve this firm’s CRM goals. We are excited to partner further with this firm on some of its other initiatives.

I’d welcome the opportunity to talk with you about what you want most out of your CRM. SCHEDULE TIME WITH ME

This blog is sponsored by AdvisorEngine Inc. and CRM Software LLC. (“AdvisorEngine”) The information, data and opinions in this commentary are as of the publication date, unless otherwise noted, and subject to change. This material is provided for informational purposes only and should not be considered a recommendation to use AdvisorEngine or deemed to be a specific offer to sell or provide, or a specific invitation to apply for, any financial product, instrument or service that may be mentioned. Information does not constitute a recommendation of any investment strategy, is not intended as investment advice and does not take into account all the circumstances of each investor. Opinions and forecasts discussed are those of the author, do not necessarily reflect the views of AdvisorEngine and are subject to change without notice. AdvisorEngine makes no representations as to the accuracy, completeness and validity of any statements made and will not be liable for any errors, omissions or representations. As a technology company, AdvisorEngine provides access to award-winning tools and will be compensated for providing such access. AdvisorEngine does not provide broker-dealer, custodian, investment advice or related investment services.  AdvisorEngine and Junxure are registered trademarks of AdvisorEngine Inc.

Kathy Crowley

Kathy Crowley

With over 10 years of experience in software sales and FinTech, Kathy spends her days sharing the incredible value of AdvisorEngine CRM with advisory firms. You may have seen her at conferences at the AdvisorEngine booth or recognize her voice from webinars. Having past experience as a CRM administrator, Kathy knows the important decision that your firm is making when choosing a CRM and is driven to ensure you have all the information you need. She brings a wealth of knowledge and experience to helping firms recognize the need for a CRM and how our solution can be the best choice for them.


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